Newby Teas partnered with blubolt to migrate to Shopify Plus, transforming their global D2C and B2B operations into a unified, scalable platform.

The problem

Escaping technical debt to unlock global scale.

Newby Teas was hindered by a resource-intensive Adobe Magento site burdened with technical debt and fragmented backend operations, including highly inefficient manual data syncs across four separate warehouses. This operational drag meant the internal team was managing legacy systems rather than driving growth, while the outdated front-end severely limited brand storytelling, testing, and dynamic merchandising.

The brief was clear: execute a strategic migration to Shopify Plus to eradicate these daily inefficiencies, accelerate site speed, and increase conversion rates, all while building a unified architecture capable of servicing complex international D2C markets and laying the crucial digital groundwork for their B2B business.

The solution

Designing a content-rich path to purchase.

Growth doesn’t happen by chance; it happens when you guide the customer through an intuitive journey. We designed a fresh, custom Shopify Plus storefront and prioritised mobile user experience. The previous Magento site limited product data, so we architected clean, highly detailed product pages. By explicitly displaying details about origin, taste, production, health benefits, and product-specific brewing guides, we empowered the customer with the exact information needed to make a confident purchase. This focus on UX removes friction from the buying journey, driving higher conversion rates without the need for ever-costlier traffic acquisition.

Orchestrating a localised international journey.

To support Newby Teas’ extensive global footprint (spanning the UK, USA, Canada, Europe, Poland, Switzerland, Japan, India, and the UAE), we engineered a localised purchasing journey. Because Shopify Payments is not universally available across all these regions, we integrated robust, region-specific supported payment gateways. Crucially, we configured the architecture to ensure payouts are processed in local currencies across all markets. This removes the friction of foreign exchange rates, protecting the client’s profit margins and ensuring a seamless, localised checkout experience for the customer.

Unifying complex back-office operations.

Sustainable growth comes from doing the small, hard things exceptionally well. The most complex challenge of this migration was unifying the back office. Newby Teas operates across five distinct markets using four different warehouse partners and ERP systems (SAP, SAGE, and Odoo). Working alongside multiple third-party teams, we utilised Patchworks to connect three of the warehouses while building a native connector for their USA operations. By fully automating the push of orders and the pull of stock data into Shopify, we eliminated the manual operational bottlenecks, ensuring the post-purchase customer journey is entirely seamless and reliable.

Architecting an end-to-end, retention-driven ecosystem.

A customer journey does not end at checkout; that is where retention begins. To drive average order value (AOV), we introduced intelligent cross-selling on product pages to surface high-value product combinations. To recover lost revenue, we implemented highly targeted abandoned cart campaigns and a wishlist feature to capture intent. We also integrated a best-in-class technology stack to support continuous growth:

• Recharge: To facilitate recurring subscriptions, shifting one-off buyers into long-term, high-LTV customers.
• DotDigital: To automate personalised email marketing journeys that engage and convert.
• LoyaltyLion: To orchestrate a loyalty programme that directly rewards retention and repeat purchasing.
• Trustpilot: To inject social proof at critical conversion points.

Finally, we future-proofed the platform by building it Shopify B2B ready, laying the exact digital infrastructure required for Newby Teas to transition their offline trade customers into a streamlined, online self-serve journey.

The result

Building the foundation for compounding value.

By migrating Newby Teas from Magento to a bespoke Shopify Plus architecture, blubolt has successfully eradicated its legacy technical debt and replaced it with a highly efficient, scalable commerce engine. Immediately following the launch, the brand achieved a 43% increase in its add-to-cart rate and a 41% uplift in conversion rate.

While the site has only recently launched, the fundamental shift in operational efficiency is already evident. The automated, unified warehouse integrations have removed hours of manual administration, allowing the Newby Teas team to focus entirely on trading the site. With a hyper-localised international checkout, rich product storytelling, and an integrated retention stack now in place, Newby Teas possesses a continuous, data-driven customer journey engineered to drive higher conversion, increase customer lifetime value, and confidently scale.